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Shi Zhancheng (left) filming short dramas in his office. [Photo/Tide News]

Shi Zhancheng, the third-generation leader of Zhuji-based home textile brand Grace Group, has taken the internet by storm with his self-created short drama series.

His series, Towel Empire, has become a massive hit, with the second episode even topping Douyin's trending charts.

The engaging series has released six episodes, racking up nearly 80 million views. His Douyin account, active for just two years, now boasts over 860,000 followers and 8.68 million likes.

Towel Empire is a fun and dramatic portrayal of a family business saga. Shi shares, "In the show, I have to battle it out with my siblings for the family fortune. Just when I think I have it all figured out, my cunning uncle returns from the UK and sends me off to the lower ranks. But now, I'm back to reclaim my throne..."

In a playful twist, Shi himself plays multiple characters, including his father, uncle, and assistant, with the help of some clever makeup. "In reality, my dad isn't fishing all day; he's managing countless responsibilities. And my uncle isn't fighting for the family assets; he dedicates all his time to the company," Shi explains.

Grace Group started its brand youthfulness initiative in 2016 to attract younger consumers and infuse new talent. "I am that fresh blood," Shi declared.

Shi is now planning the long-term development of these social media accounts. While there are many possible paths forward, one thing is clear − Shi's exciting and humorous journey as the company's new face will continue to entertain and inspire.